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Email Writing

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Email Writing

  1. 1. Email Marketing
  2. 2. Email marketing challenges
  3. 3. Studies claimthe averageonline attentionspan hoversaround nineseconds. Photo by: Protographer23
  4. 4. Email is not dead. It just needs a make-over
  5. 5. Types of Emails: Newsletter / Informational
  6. 6. Types of Emails: Invitation
  7. 7. Type of Emails: Welcome / Direct Sales
  8. 8. Sender and Subject Line
  9. 9. From whom would you rather get an email?info@company.com CaliLewis@company.com
  10. 10. Subject lines: The basics • Between 30 and 40 characters • No more than 5-6 words • Supported by the "from" line.
  11. 11. Subject lines: Digging Deeper• Ultra-short abstract of the email content (succinct, honest, informative)• Plain language, avoid marketers’ jargon and heavy punctuation• First word in the subject line must be the most important, information-carrying one• Skip lead articles “the” and “a”, and avoid pronouns “you”, “yours”• Avoid the “F” word if possible (free)
  12. 12. Not so Good BetterYour Macy’s T-Shirt Order T-Shirt from Macy’s ShippedConfirmation TodayLet’s Celebrate the 75 years Invitation: Clinton to speak atof Business at NBC! NBC AnniversaryRed Cross LeadershipDonor Gala Save The Date: March 15 Gala
  13. 13. Email Successes
  14. 14. Email Failures
  15. 15. Advice on Writing Good Subject lines• Recognition. Interest. Action.• Frontload it: [Main message][Subsidiary messages]• Subject line style should match your brand and audience• Use the Colon Trick
  16. 16. Email Body
  17. 17. Get to the point… quickly
  18. 18. Or take a riskand be creative.
  19. 19. Don’t assume images will be viewed
  20. 20. How to prevent this: Trouble viewing this email? View Mobile-Friendly | View in Browser• Avoid images for important content• Add a prominent text-based link to a Web version• Get on a whitelist.• Use the alt attribute for all images• Specify height and width for images• Test your design with images turned off before sending.
  21. 21. Include a CLEAR call to action
  22. 22. Enticing Action
  23. 23. Who does it better?A
  24. 24. Who does it better?B
  25. 25. Compliance & Compatibility
  26. 26. CAN-SPAM Act: a law that sets the rules forcommercial email, establishes requirementsfor commercial messages, gives recipientsthe right to have you stop emailing them, andspells out tough penalties for violations.
  27. 27. The Rules:• Don’t use false or misleading header information.• Don’t use deceptive subject lines.• Identify the message as an ad.• Tell recipients where you’re located.• Tell recipients how to opt out of receiving future email from you.• Honor opt-out requests promptly.• Monitor what others are doing on your behalf.
  28. 28. Make it easy to unsubscribe
  29. 29. Who does it better?A Unsubscribe To update/change your email list preferences , please visit:B http://www.bostoneventguide.com/mailingmp.htm
  30. 30. Don’t be confused for spam
  31. 31. Words that may trigger spam filtersFree, opportunity, offer, off, your, yours,you, product, reduce, guarantee, grow,stop, stops, special, call, click, subscribe,winner, eliminate, satisfaction, serious,earn, promise, income, savings, selected,removes, credit, loan, act, meet, join,avoid, one timeNever use exclamation point(s) in yoursubject line, and generally don’t use heavypunctuation
  32. 32. Who does it better?A Customized Girl Buy 1 Get 1 50% off Any Women’s Top!!B Jcrew PRIVATE SALE (it’s super top-secret)
  33. 33. Design forpreview panes
  34. 34. katespade.comlast day! 25% off sale items. online...This message has no content.
  35. 35. Who does it better?A
  36. 36. Who does it better?B
  37. 37. A/B Testing
  38. 38. A/B Testing
  39. 39. A/B Testing Example A B C
  40. 40. A/B Testing Example
  41. 41. Email Analytics
  42. 42. Some Definitions: Open RateClick-through Rate Bounce-rate Opt-Out Conversion
  43. 43. Some benchmarks
  44. 44. When (not) to email• Avoid Holidays or Holiday Weeks• Avoid Mondays and Fridays• Run Time experiments (10 - 12)• Depends on audience
  45. 45. Email SeriesLead nurturing
  46. 46. Guideline Create anEmail Series
  47. 47. Email Series Example
  48. 48. Landing Pages
  49. 49. Guideline Create goodlanding pages•Video•Photos•Sign up forms•Free offers/downloads
  50. 50. Who does it better?A B
  51. 51. Long forms Landing Page
  52. 52. Case Study:
  53. 53. Due Next Week: Read: Inbound Marketing Part 1 & 2 (up to 120) Bring in examples of good/bad/ugly emails. Blog!
  54. 54. Who does it better?A
  55. 55. Who does it better?B

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